This Friday, September 28, the UK-based Macmillan Cancer Support charity will be launching a Second Life version of their "World’s Biggest Coffee Morning" fundraiser, that has to date raised more than $13.5 million to support people affected by cancer.

The newly opened Macmillan cancer information centre (teleport SLURL) will be equally about fundraising and awareness-raising. Wendy W. Fowler of Macmillan explained,
“We had
been considering our involvement with Second Life in a bid to engage
and support even more people affected by cancer. [SL developer] New Business Horizons
has really cracked it by creating an original presence for us in Second
Life which will provide both services for people affected by cancer, as
well as a fundraising mechanism for Macmillan. Its innovating work will
really help Macmillan to help more people affected by cancer.”

With the recent launch of the American Cancer Society sim last week, we are seeing more and more in-world resources and sites devoted to supporting people impacted by this devastating disease. There certainly is lots of work to be done, lots of people that need help, and lots of opportunities to give.

The complete press release follows after the jump...

Macmillan Stirs the World's Biggest Coffee Morning in Second Life

Press Dispensary - September 25, 2007 - Macmillan Cancer Support is
taking its World’s Biggest Coffee Morning out of this world and into
the virtual environment of Second Life (SL). The event – on Friday
September 28, 2007 – is the first to take place in the brand new SL
Macmillan cancer information centre, created for Macmillan in Second
Life’s ‘Blue Horizon’ business park as a joint venture between SL
developer New Business Horizons (NBH – http://www.nbhorizons.com ) and
SL media producer Phoenix Film & Television
(http://www.phoenixmedia.co.uk).

The World’s Biggest Coffee Morning is one of the largest
fundraising events in the UK. Last year nearly two million people,
including a host of celebrities, stirred themselves into action by
hosting or attending coffee events across the UK and not only raised
over £6.7 million to help people affected by cancer but also had a
great time catching up with friends, family and colleagues.

This year sees the event extended to Second Life, where it involves
rather more than just virtual coffee being served all day to visitors
to Macmillan’s cancer information centre. On behalf of Macmillan,
developer NBH has persuaded designers from across SL to donate items to
the leading cancer care charity, to raise money in a World’s Biggest
Coffee Morning auction. In addition, giant coffee cups have been placed
at strategic locations all over SL to attract donors: when a donation
is made, the donor takes a giant spoon, stirs the cup and wins a free
virtual t-shirt together with one of the designers’ randomly selected
gifts, which itself will have a value of up to several thousand Linden
dollars (the currency of SL).

Once the World’s Biggest Coffee Morning is over, Macmillan will
have a fully functioning Macmillan cancer information centre. Here, for
the first time in SL, users affected by cancer can make use of many
resources such as a range of information about cancer and emotional
support . Alongside the services, visitors will also be able to go
shopping at the retail area, where they can buy real world merchandise
and gifts from the online catalogue, with all proceeds going to
Macmillan.

Alan Haymes (SL avatar: Doctor Hickman) of NBH explains: “When
Macmillan came to us for its cancer information centre, we could see
the need immediately for something that wasn’t just a presence but was
there for practical, down to earth reasons. For example, many people
affected by cancer do not know where to go to find all the information
they need on financial and emotional matters; in Second Life they can
benefit hugely from the anonymity of an avatar – an adopted persona –
when visiting the centre.”

Wendy W. Fowler, innovations manager for Macmillan, adds: “We had
been considering our involvement with Second Life in a bid to engage
and support even more people affected by cancer. New Business Horizons
has really cracked it by creating an original presence for us in Second
Life which will provide both services for people affected by cancer, as
well as a fundraising mechanism for Macmillan. Its innovating work will
really help Macmillan to help more people affected by cancer.”

About New Business Horizons
New Business Horizons is a Second Life 'full service developer'
with offices in London and Montreal. The company has created the ‘Blue
Horizon’ virtual business park which offers companies the chance to
enter Second Life easily and affordably before committing any major
resources to the project. Second Life can reap rewards for participants
in terms of marketing, sales, collaboration and networking, amongst
many other benefits.

About Phoenix Film & Television
Phoenix Film & Television Productions is one of the UK’s
leading, award-winning TV, film and new media production companies
based at Three Mills Film Studios in East London. Phoenix specialises
in developing creative strategies for organisations wishing to take
advantage of the marketing and promotional opportunities presented by
Second Life.

About Macmillan Cancer Support
Macmillan Cancer Support improves the lives of people affected by
cancer, providing practical, medical, emotional and financial support.
Working alongside people affected by cancer, Macmillan works to improve
cancer care. One in three of us will get cancer. 1.2 million of us are
living with it. If someone is affected by cancer, Macmillan can help.

For more information about Macmillan Cancer Support, visit
www.macmillan.org.uk or freephone 0800 500 800 for an information pack.

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